From the Inside Flap
Obviously, those who earn the most money usually spend the most. They live in the nicest neighborhoods, drive the most expensive cars, eat at the finest restaurants, and have more complex financial and investment needs. For most salespeople, the affluent represent the Holy Grail of prospects. These are the most profitable clientsbut they are also the most demanding and enigmatic of customers.
How do the wealthy make their purchasing decisions? What do they expect in a product or service? How do you getand keeptheir attention? How do you turn them into loyal customers who'll spread the word about you and your product? The Art of Selling to the Affluent has all the answers to these and many more questions.
This insightful book shows you how to meet the needs of these most particular clientsfrom the initial contact, to the sales presentation, to providing the level of service and quality they expect, to securing them as long-term customers. Based on extensive research of the buying patterns and expectations of the wealthy, this step-by-step sales guide reveals the secrets of attracting and keeping wealthy clients for life, showing you how to:
- Grab the attention of wealthy potential customers
- Understand how the affluent think about and make purchasing decisions
- Create the right sales environment for attracting high-dollar clients
- Approach wealthy clients with confidence
- Build long-term customer relationships with the affluent
- Use the Internet to connect with your ideal client
- Provide high-end service cheaply and efficiently
- And use these secrets to attain a higher standard of living for yourself
The Art of Selling to the Affluent immerses you in the world of wealth so you can better understand how the affluent think and act, uncovering and influencing those critical factors that shape their buying decisions. With proven, step-by-step advice on satisfying and retaining top-dollar clients, this is the ultimate guide for salespeople who must tap the affluent market in order to survive and thrive.
From the Back Cover
"If you work with the affluent, you will most certainly benefit from Matt's work. This book is a must-read!"
Ray Scalfani, Managing Director, AllianceBernstein
"Specific, thoughtful, supported with evidence and practical, it deserves to be read and reread by salespeople targeting the affluent."
George W. Dudley, scientist/author, Coauthor, The Psychology of Sales Call Reluctance: Earning What You're Worth in Sales
"Oechsli's book is an ideal road map if you want to reach the affluent and become affluent. . . . I highly recommend it."
Rich Santos, Group Publisher, Primedia Business Magazines & Media
"Nobody knows more about the affluent market than Matt Oechsli. His research is impeccable, and his strategies are real-world. They work!"
Bill Cates, President, Referral Coach International
"Matt Oechsli's The Art of Selling to the Affluent is specific, practical, supported by the latest independent research, and will help anyone attempting to market their services to the affluent."
Ron Carson, Senior Vice President, LPL, President, Peak Productions
"Matt Oechsli's well-documented work will become the primary source for selling to the affluent. Fail to read this at your own risk."
Bill Brooks, author, The New Science of Selling and Persuasion
"Matt has done it again. His combination of research with practical how-tos has created a must-read book for anyone working with the affluent."
Steve Binder, Regional President, Wachovia Securities
"Anyone actively applying the methodology and techniques learned from Matt will become as affluent as the affluent they serveso be warned!"
Paul W. Chan, CFP, CPA, ChFc, CLU, CEO, S&P NewWorth Advisors, Malaysia